Astro inks TV rights deal with Badminton Association of Malaysia | Deals | News | Rapid TV News
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Astro Arena has signed a MYR66 million (US$14.76 million) five-year rights agreement with the Badminton Association of Malaysia (BAM) to cover the sporting body’s events on its pay-TV platforms.

Badminton Association of Malaysia logoThe broadcaster will be BAM’s exclusive rights partner in Malaysia and Brunei until October 2021, with the agreement covering live broadcasts on Astro TV and Astro on the Go of five key events. These comprise the Malaysia Masters Grand Prix Gold, National Championships, Malaysia Open Super Series, Malaysia International Junior Open and Malaysia International Challenge.

The content deal will also enable Astro to access all BAM players and events for programmes such as Nadi Arena, Kafe Sukan and Kem Badminton highlights.

The partnership comprises cash investment, athlete incentives as well as production, promotion and airtime costs, and will see both parties working together to bring more comprehensive coverage of Malaysia’s favourite sport, said The Star newspaper.

The content partnership follows last year’s deals between BAM and telecommunications operators Celcom Axiata (for three years) and Victor (for six years).